Industry Tightens Its Standards for Tracking Web Surfers

In an effort to fend off federal regulation, major trade groups in the advertising industry have announced stricter guidelines on how their members use and collect online data. In a report to be released Thursday, a consortium of the trade groups intends to address a growing concern in Washington and among consumer advocates that people are being tracked too much online, with information about their Web surfing, shopping habits and overall interests being collected for advertising purposes. The report, "Self-Regulatory Principles for Online Behavioral Advertising," reflects several of the commission's suggestions from February. The principles are meant to go into effect in 2010, affecting the more than 5,000 companies that belong to the sponsoring organizations.